The days of Apple fanboys and girls lining up for hours to buy the firm’s latest and greatest gadgets will soon come to an end, if the company’s retail chief has her way.
In a memo sent out to Apple employees, Angela Ahrendts wants staff to encourage customers to order online rather than show up on April 24 to buy the Apple Watch.
The memo, picked up by Business Insider, calls on store workers to help with a “significant change in mindset,” by explaining inventory is deeper online so consumers are less likely to be disappointed.
Ahrendts writes: “
“The Apple Store app and our online store make it much easier to purchase Apple Watch and the new MacBook. Customers will know exactly when and where their product arrives.
“This is a significant change in mindset, and we need your help to make it happen. Tell your customers we have more availability online, and show them how easy it is to order. You’ll make their day.”
While we’re not so sure about that last part, attempts to reduce queues outside the stores on launch days would be a significant move from Apple. Down the years, the company has continually milked the round-the-block lines in order to showcase the allure of its products.
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Business Insider’s report also reveals a few more details regarding the selling arrangements for the Apple Watch.
The site has obtained a leaked image showing the in-store wearables behind glass, meaning users will not be able to go in and pick them up, a la the firm’s iPhones and iPads.
It also explains those entering the store without an appointment may not be able to get hands-on time with the Apple Watch, as they won’t be able to just walk up and grab one.
BI infers the presence of the heart-rate sensor on the rear of the device prevents Apple from placing the watches on stands for users to grab at.